Thanks to shows like Mad Men, and to a lesser extent Bewitched, many people think being a creative director at a creative agency involves sitting around all day thinking up incredibly entertaining ideas and pitching them to 3 martini lunch-soaked clients in a swirling haze of cigar smoke and laughter. Or, they think that being a creative director at an online video marketing agency involves sitting around all day thinking up incredibly bizarre and shocking video ideas that involve cute cats, dancing babies, 20-something YouTube stars or a blend(tec) of all three being kicked in the crotch on the way home from the dentist.
While there is some of that, most of my time is spent balancing creative ideas with marketing reality, funny with brand awareness, entertainment value with product recall. This balancing act has led me to the theory that theentertainment value of an online video is inversely proportional to the video’smessage value. The key to creating a video that delivers on both and produces a good ROI is in determining how much of one to keep and how much of the other to sacrifice and determining the right presentation of both.